“Show me the incentives and I’ll show you the outcome,”
Charlie Munger famously remarked. As artificial intelligence increasingly influences marketing, the objectives defined today will inevitably shape tomorrow’s outcomes. The complexity and stakes involved in this transformation demand a collective and collaborative approach. So, TAU is working with organisations such as ISBA, not only to raise awareness of the challenges, but also to provide clear guidance on employing AI responsibly in media and marketing.
This March, ISBA released its Responsible Media Guide and TAU is proud to have been invited to contribute a chapter on AI. Essential topics covered include brand safety, media sustainability, diversity and inclusion, data governance, and AI.
The Responsible Media Guide (which is exclusively available for ISBA members) offers practical advice, tools, and resources enabling brands to maintain control over the safety, suitability, and legality of their advertisements across all media platforms. Each chapter of the guide assists ISBA’s advertiser members in negotiating optimal inventory planning and effective campaign activations with agencies and suppliers.
As Phil Smith, ISBA’s Director General, said:
“ISBA’s priorities are driven by our members, and responsible marketing remains right at the top of the list of issues which are essential to trust and accountability in our sector.
“From getting our industry’s house in order on sustainability to ensuring that we are supporting and investing in diverse media, and from responsible adoption of AI to an ethical approach to data governance, responsible behaviour is not simply a ‘nice to have’ – it is fundamental to our licence to operate.”
This is a sentiment wholeheartedly espoused by the team at TAU and TAU will provide ongoing insights, recommendations, and expert analyses in key areas of responsible media and marketing. Collaborating with specialists such as Dr Paul Marsden and Kirsti Wenn, we will explore a range of critical issues—from data governance and risks in AI-driven media strategies to the psychological dimensions of human-AI interactions.
If you’re already a member of ISBA, click here to download the Responsible Media Guide and if you’re keen to understand more about how your team can move forwards with AI responsibly, let’s talk.
